{"id":1727,"date":"2016-08-02T13:52:28","date_gmt":"2016-08-02T13:52:28","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/2016\/08\/02\/what-are-the-biggest-video-marketing-trends-of-2016\/"},"modified":"2020-03-16T17:58:31","modified_gmt":"2020-03-16T17:58:31","slug":"what-are-the-biggest-video-marketing-trends-of-2016","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2016\/08\/02\/what-are-the-biggest-video-marketing-trends-of-2016\/","title":{"rendered":"What are the biggest video marketing trends of 2016?"},"content":{"rendered":"<p class=\"p1\"><strong><a href=\"https:\/\/searchenginewatch.com\/2016\/07\/29\/how-to-optimise-your-videos-for-better-ranking-on-youtube\/\">Video marketing<\/a> certainly isn&#8217;t new, but the growing need for visual content across distribution channels has turned it into\u00a0one of the biggest trends of 2016.<\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\"><a href=\"http:\/\/www.hyperfinemedia.co.uk\/the-most-important-video-marketing-trends-for-2016\/\" target=\"_blank\" rel=\"noopener noreferrer\">Hyperfine media<\/a> has created a\u00a0useful\u00a0infographic highlighting the individual\u00a0trends within <a href=\"https:\/\/searchenginewatch.com\/2019\/08\/27\/optimize-video-marketing-on-youtube\/\">video marketing<\/a>, and here is my analysis of each of them.<\/span><\/p>\n<h2 class=\"p1\">Branded video content<\/h2>\n<p>It is <a href=\"http:\/\/www.cisco.com\/c\/en\/us\/solutions\/collateral\/service-provider\/ip-ngn-ip-next-generation-network\/white_paper_c11-481360.html\" target=\"_blank\" rel=\"noopener noreferrer\">predicted<\/a> that video will account for 69% of all internet traffic by 2017. For brands, video content is a powerful way to:<\/p>\n<ul>\n<li>introduce themselves<\/li>\n<li>spread their message<\/li>\n<li>promote a product<\/li>\n<li>increase their reach<\/li>\n<li>boost engagement<\/li>\n<li>explain their service<\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\"><a href=\"https:\/\/searchenginewatch.com\/2016\/07\/25\/five-ways-to-improve-your-organic-reach-on-facebook\/\">Facebook<\/a>, YouTube and <a href=\"https:\/\/searchenginewatch.com\/2016\/07\/25\/facebook-vs-snapchat-which-is-the-best-for-your-brand\/\">Snapchat<\/a> are the most popular social platforms for video content, and brands can benefit from each of them, depending on their target audience, their goals and their strategy.<\/span><\/p>\n<h3 class=\"p1\">Facebook<\/h3>\n<p class=\"p1\"><span class=\"s1\">Native Facebook videos are favoured in Newsfeeds, and it\u2019s no surprise that there has been an <a href=\"https:\/\/media.fb.com\/2015\/01\/07\/what-the-shift-to-video-means-for-creators\/\" target=\"_blank\" rel=\"noopener noreferrer\">3.6x<\/a>\u00a0<a href=\"https:\/\/media.fb.com\/2015\/01\/07\/what-the-shift-to-video-means-for-creators\/\" target=\"_blank\" rel=\"noopener noreferrer\">increase <\/a>in\u00a0video content between\u00a02014 and 2015. Brands are exploring how useful videos can be in their Facebook marketing strategy and Buzzfeed\u2019s Tasty channel is the <a href=\"https:\/\/www.clickz.com\/10-reasons-buzzfeeds-tasty-videos-dominate-on-facebook\/98482\/\" target=\"_blank\" rel=\"noopener noreferrer\">best example to showcase the power of video content<\/a>.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Tasty started as a standalone Facebook page with short videos featuring easy recipes and it now counts 65 million likes, while it has also spread to more specific pages, adding an even wider audience to Buzzfeed\u2019s reach.<\/span><\/p>\n<p class=\"p1\"><a href=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/04\/tasty2.gif\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-98510 aligncenter\" src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/04\/tasty2.gif\" alt=\"tasty2\" width=\"417\" height=\"197\" \/><\/a><\/p>\n<p class=\"p1\">Moreover, Facebook introduced <strong>360 video<\/strong>, which opens the path to further opportunities of appealing video content. National Geographic was among the pages to <a href=\"https:\/\/www.facebook.com\/natgeo\/videos\/10153779045038951\/#\" target=\"_blank\" rel=\"noopener noreferrer\">try it out<\/a>.<\/p>\n<p class=\"p1\"><a href=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-25-at-14.50.10.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-103801 aligncenter\" src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-25-at-14.50.10.png\" alt=\"National Geographic Facebook 360\" width=\"484\" height=\"363\" \/><\/a><\/p>\n<h3 class=\"p1\">YouTube<\/h3>\n<p class=\"p1\"><a href=\"https:\/\/searchenginewatch.com\/2020\/01\/02\/quantum-supremacy-and-eight-seo-trends-2020\/\">YouTube<\/a> counts\u00a0more than a billion <a href=\"https:\/\/searchenginewatch.com\/2018\/12\/21\/guide-google-analytics-confusing-terms\/\">users<\/a> and has seen its\u00a0average viewing session rise to 40 minutes, which is <a href=\"https:\/\/www.youtube.com\/yt\/press\/en-GB\/statistics.html\" target=\"_blank\" rel=\"noopener noreferrer\">50% more<\/a> from 2014.<\/p>\n<p class=\"p1\">Jamie Oliver&#8217;s FoodTube is among the <a href=\"https:\/\/www.clickz.com\/food-tube-how-video-storytelling-led-to-2m-youtube-subscribers\/99554\/\" target=\"_blank\" rel=\"noopener noreferrer\">most successful YouTube channels<\/a>\u00a0with its use of storytelling, counting 2 million subscribers who eagerly await every new video.<\/p>\n<p class=\"p1\"><a href=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/05\/food-tube-1.gif\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-99555 aligncenter\" src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/05\/food-tube-1.gif\" alt=\"food tube 1\" width=\"435\" height=\"222\" \/><\/a><\/p>\n<h3 class=\"p1\">Snapchat<\/h3>\n<p class=\"p1\">Snapchat <a href=\"https:\/\/www.snapchat.com\/ads\" target=\"_blank\" rel=\"noopener noreferrer\">currently counts<\/a> 10 billion views daily from dedicated users who catch up with the latest creative (and ephemeral) content.<\/p>\n<p class=\"p1\"><a href=\"https:\/\/www.clickz.com\/snapchat-for-business-everything-you-need-to-know\/94086\/\" target=\"_blank\" rel=\"noopener noreferrer\">Many brands<\/a> have already started experimenting with Snapchat&#8217;s unique appeal and vertical video seems to be effective on its own, as it leads to a more engaging experience.<\/p>\n<p class=\"p1\"><a href=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/05\/snapchat2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-99420 aligncenter\" src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/05\/snapchat2.png\" alt=\"snapchat2\" width=\"547\" height=\"387\" \/><\/a><\/p>\n<h2 class=\"p1\"><span class=\"s1\"><b>Landing page videos and product videos<\/b><\/span><\/h2>\n<p class=\"p1\">Many <a href=\"https:\/\/www.clickz.com\/what-does-the-ideal-ecommerce-product-page-look-like\/22324\/\">ecommerce pages<\/a> have discovered how effective video can be, either in a <a href=\"https:\/\/searchenginewatch.com\/2019\/09\/11\/landing-page-copy-tips\/\">landing page<\/a>, or in the promotion of a product.<\/p>\n<p class=\"p1\"><a href=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-25-at-13.44.14.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-103812 aligncenter\" src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-25-at-13.44.14.png\" alt=\"Screen Shot 2016-07-25 at 13.44.14\" width=\"523\" height=\"361\" \/><\/a><\/p>\n<p class=\"p1\">It has been observed that video can increase conversions up to 80%, while 88% of visitors will stay longer on a site that showcases the right video.<\/p>\n<p class=\"p1\">Video content can be found in the &#8220;About Us&#8221; section of a page, as a way to introduce the company to customers, which has proven to be very successful for Zappos and its famous company culture.<\/p>\n<p class=\"p1\"><a href=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-26-at-14.17.06.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-103803 aligncenter\" src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-26-at-14.17.06.png\" alt=\"zappos video \" width=\"516\" height=\"325\" \/><\/a><\/p>\n<p class=\"p1\">What&#8217;s more, many <a href=\"https:\/\/searchenginewatch.com\/2019\/10\/04\/tips-for-q4-ad-copy-and-messaging\/\">ecommerce<\/a> sites feature videos in the product pages, in order to allow customers to get a complete\u00a0idea of the product, as ASOS does with the catwalk for its clothing.<\/p>\n<p class=\"p1\">This leads to an improved trust and confidence among customers who feel that a video is\u00a0a more realistic representation of the actual product.<\/p>\n<p class=\"p1\"><a href=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-26-at-14.12.22.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-103809 aligncenter\" src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-26-at-14.12.22.png\" alt=\"asos product video\" width=\"459\" height=\"450\" \/><\/a><\/p>\n<h2 class=\"p1\"><span class=\"s1\"><b>Use of GIFs on social channels<\/b><\/span><\/h2>\n<p class=\"p1\">GIFs are\u00a0<a href=\"https:\/\/www.clickz.com\/12-reasons-for-brands-to-use-gifs-in-content-marketing\/99932\/\" target=\"_blank\" rel=\"noopener noreferrer\">very useful in\u00a0a content marketing strategy<\/a> and they&#8217;re handy for sharing shorter versions or teasers of longer-form video content.<\/p>\n<p class=\"p1\"><a href=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-25-at-13.44.21.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-103813 aligncenter\" src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-25-at-13.44.21.png\" alt=\"Screen Shot 2016-07-25 at 13.44.21\" width=\"546\" height=\"265\" \/><\/a><\/p>\n<p class=\"p1\">GIFs have been used by brands mostly on social media and email marketing and they can form part of a brand&#8217;s promotion, customer service or even the company culture.<\/p>\n<p class=\"p1\">Many brands have included GIFs as reactions when <a href=\"https:\/\/www.clickz.com\/the-best-and-worst-ways-airlines-use-twitter-for-customer-service\/96941\/\" target=\"_blank\" rel=\"noopener noreferrer\">dealing with customers on Twitter<\/a>, while Tumblr may be the ideal medium for a brand to become creative and <a href=\"https:\/\/searchenginewatch.com\/2019\/09\/06\/transformation-search-summit-2019\/\">Disney<\/a> certainly knows how to use its content, which makes it the <a href=\"https:\/\/www.clickz.com\/12-reasons-for-brands-to-use-gifs-in-content-marketing\/99932\/\" target=\"_blank\" rel=\"noopener noreferrer\">most popular brand on the platform<\/a>.<\/p>\n<p class=\"p1\"><a href=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/05\/gif-disney.gif\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-99950 aligncenter\" src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/05\/gif-disney.gif\" alt=\"gif disney\" width=\"572\" height=\"351\" \/><\/a><\/p>\n<h2 class=\"p1\"><span class=\"s1\"><b>Storytelling via live streaming<\/b><\/span><\/h2>\n<p class=\"p1\">Live video is a very interesting video trend that no brand can ignore and Facebook&#8217;s decision to join the game of live streaming made it more competitive.<\/p>\n<p class=\"p1\">It has been <a href=\"http:\/\/newsroom.fb.com\/news\/2016\/03\/news-feed-fyi-taking-into-account-live-video-when-ranking-feed\/\" target=\"_blank\" rel=\"noopener noreferrer\">observed<\/a> that people spend\u00a0<span class=\"s1\">3x more time watching Facebook Live videos compared to &#8216;normal&#8217; videos.\u00a0<\/span><\/p>\n<p class=\"p1\">Snapchat has also focused on live streaming,\u00a0curating the best videos into relevant stories, giving everyone an insight of the world at any moment.\u00a0<a href=\"https:\/\/www.clickz.com\/stats-of-the-week-six-snapchat-figures-from-mary-meeker\/101078\/\" target=\"_blank\" rel=\"noopener noreferrer\">Discover may be popular<\/a>, but Live Stories also attract 10 to 20 million viewers every day, which proves the opportunities they may offer to branded content.<\/p>\n<p class=\"p1\"><span class=\"s1\"><strong>Periscope<\/strong> is\u00a0another interesting platform to explore live streaming and it has already established its presence in storytelling, as more and more users (and brands) take advantage of its broadcasting services.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">There\u00a0is an estimated 15% of brands using Periscope, while its recent announcement of replay highlights and tweet embeds create more opportunities for branded content, whether it&#8217;s a sneak peak, live coverage of an event, or a press conference.<\/span><\/p>\n<p class=\"p1\"><a href=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-25-at-13.44.37.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-103814 aligncenter\" src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-25-at-13.44.37.png\" alt=\"Screen Shot 2016-07-25 at 13.44.37\" width=\"619\" height=\"298\" \/><\/a><\/p>\n<h2 class=\"p1\"><span class=\"s1\"><b>Videos in email marketing<\/b><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">The use of video content in <a href=\"https:\/\/searchenginewatch.com\/2019\/08\/20\/content-marketing-tools-recommended-by-the-best\/\">email marketing<\/a> has proven to be very effective, leading to a 50% increase in CTR, but also a 35% increase in customer loyalty.<\/span><\/p>\n<p class=\"p1\"><a href=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-25-at-13.45.08.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-103815 aligncenter\" src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-25-at-13.45.08.png\" alt=\"Screen Shot 2016-07-25 at 13.45.08\" width=\"505\" height=\"318\" \/><\/a><\/p>\n<p class=\"p1\">It&#8217;s even more interesting that recipients prefer seeing the word &#8216;video&#8217; in subject lines, which leads to an increased open rate of 19%.<\/p>\n<p class=\"p1\">A brand may use video content in an email for:<\/p>\n<ul>\n<li class=\"p1\">promotion of a product<\/li>\n<li class=\"p1\">brand awareness<\/li>\n<li class=\"p1\">explanatory content (&#8220;how to&#8221;)<\/li>\n<li class=\"p1\">customers&#8217; testimonials<\/li>\n<li class=\"p1\">detailed view of the product<\/li>\n<\/ul>\n<p>Training courses seem to make\u00a0the most effective types of video content, with product demos being the second most effective choice, while brand image messages do not seem to be very effective, at least not in the way some brands want them to be.<\/p>\n<p class=\"p1\"><a href=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-25-at-13.45.13.png\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-103816 aligncenter\" src=\"https:\/\/www.clickz.com\/wp-content\/uploads\/sites\/2\/2016\/07\/Screen-Shot-2016-07-25-at-13.45.13.png\" alt=\"Screen Shot 2016-07-25 at 13.45.13\" width=\"548\" height=\"272\" \/><\/a><\/p>\n<p class=\"p1\"><em>This article was originally published in longer form on our sister website <a href=\"https:\/\/www.clickz.com\/five-of-the-biggest-video-marketing-trends-from-2016\/103722\/\">ClickZ<\/a>.<\/em><\/p>\n<h2 class=\"p1\"><\/h2>\n","protected":false},"excerpt":{"rendered":"<p>Video marketing certainly isn&#8217;t new, but the growing need for visual content across distribution channels has turned it into one of the biggest trends of 2016.<\/p>\n","protected":false},"author":21,"featured_media":1535,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[161,904,935,163,350,186],"content_type":[27095],"class_list":["post-1727","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","tag-facebook","tag-periscope","tag-snapchat","tag-twitter","tag-video-marketing","tag-youtube","content_type-news"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"Tereza Litsa","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2018\/10\/VHS_Tapes_on_Library_Shelves-120x90.jpg","category":"Content","timeago":"10y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/1727","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=1727"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/1727\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/1535"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=1727"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=1727"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=1727"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=1727"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}